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State Seal Commonwealth of Kentucky Governor Ernie Fletcher’s Communications Office
Kentucky’s New Brand Already Seeing Spirited Usage
Press Release Date:  November 29, 2004
Contact:  Doug Hogan
Jeannie Lausche
Jason Keller

Frankfort, KY: People throughout the Commonwealth are grabbing onto Kentucky’s new brand with an Unbridled Spirit, adorning vehicles, printed materials, and in at least one instance a horse, with the mark.

Kentucky: Unbridled Spirit was announced last Wednesday as Kentucky’s new brand and will be used in state advertising and marketing efforts. In his remarks, Governor Ernie Fletcher asked businesses to display the brand wherever possible.

In Louisville, the Transit Authority of River City volunteered to attach Unbridled Spirit bumper stickers to each of its 400 buses. The Salvation Army, Home of the Innocents and The Healing Place in Louisville also agreed to display the brand.

Kentucky Congresswoman Anne Northup agreed to put a bumper sticker on the family car. State Representative Ron Crimm intends to print the brand on his office stationery.

Joy Jeffries, Executive Director of the Frankfort/Franklin County Tourist and Convention Commission, said she held up the printing of materials to promote the capital city while the brand was being decided.  Like most Kentuckians, she loved the winning brand.

I think with horses being almost the top on everyone's list, it was a natural choice for branding, she said.  It only seems logical to go with what is already recognizable for Kentucky horses.

Shelby County horseman Edward Hoppy Bennett couldn’t agree more.  Bennett, the owner of Undulata Farm, has long been one of the most visible promoters of the states $800 million horse industry.  So he didn’t hesitate when Charlie Kramer, the Shelbyville-Shelby County director of tourism, asked him to name one of his young saddlebred horses after the new brand.

Charlie called me up.  I told him that was a smart thing to do; let’s do it, Bennett said.  Beat the thoroughbred people to the punch.

Bennett did a little research and found that a horse had been given the name Unbridled Spirit in 1992.  But nobody had ever used Kentucky, Unbridled Spirit, so Bennett registered that name today with the American Saddlebred Horse Association. Keep an eye on the horse-show circuit in 2006 for a two-year-old stallion bearing the states new brand.

The man who tirelessly boasts of Shelby County’s standing as the saddlebred capital of the world said he’s glad to play a part of the branding effort.  Horses are a big part of our identity, Bennett said.  Naming this colt is getting in on the ground floor.

In encouraging businesses to utilize the brand, Governor Fletcher said it points to a brighter Kentucky future.  It stands for who we are and who we want to be, he said. The more the brand is shown and talked about, the more people outside this state will realize that Kentucky is something special.

The brand will be placed on state advertising, signs, stationery, brochures, Web sites and other information that comes from the Commonwealth.

Governor Fletcher also unveiled a new Web site,, which will feature branding news, showcase how the brand may be used and offer logo merchandise for sale.

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Last updated: Thursday, June 02, 2005